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Hi climate-friendly folks!
Today, we're going to talk about how to get acquainted with your ideal audience and speak directly to their needs. All these tips are directly from my experience as a copywriter, so feel free to apply what works for you.
Okay, let’s go!
Before we dive in, let’s peel back the layers a bit. Start by picturing your ideal client, and visualize what their typical day looks like. What time do they wake up? What do they eat for breakfast? What’s the first thing they pull up on their phone after a full night's sleep? What podcasts do they listen to? Where do they work? Understanding your client's daily life will help you get a clearer picture of what their potential pain points might be.
To get a better understanding of what’s going on inside your customer’s head, I like to picture how my ideal client navigates a piece of an everyday scenario, like attending an in-person event. An example of this might be, say they’re attending a networking session after work. How did they get there? Did they drive, walk, or take the bus? Yes, these questions are super specific, but they help us understand our customers in an in-depth way. For example, the user journey between a client who walks vs. a client that takes the bus is completely different. The walking customer might consider the length of their walk, and the best footwear for their journey, whereas the transit goer plans their commute around the bus schedule.
Do you see what I mean? The most specific actions help us understand our customer’s biggest motivations, and to back it up, here’s where customer research comes in. Or the fun part, as I like to call it. It’s where your hypotheses get backed up by data. You conduct interviews with the founder, and their former customers, and go head first into understanding their needs, views, pain points, and values.
Here’s one of the biggest tips for researching your ideal customer! Reddit is one the most underrated sites for copywriters looking to understand their clients. People give advice on everything from sustainable living tips, to climate-friendly travel destinations, and ethical clothing brands. Another gold mine in your sustainable customer journey is reading the comments in YouTube videos specific to the topic you’re writing about. These two research platforms will help you write in a way that resonates with your climate-friendly customer.
And lastly, after demonstrating a strong understanding of your ideal client's wants, needs, values, and problems, encourage your reader to take action by using a powerful CTA. Rather than click here, learn more, or shop now, try elevating your CTA by provoking an emotion that encourages your reader to take the next step.
TLDR: 4 tips for writing for a climate-friendly audience:
And that’s your list for the week! Comment below with your favorite tip, and let me know which ones worked for you.
Stay tuned for next week’s blog post where I dive into upcoming sustainable businesses to watch out for in 2023.
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About the author:
Grace Sullivan is a digital copywriter and brand strategist working with climate-friendly and values-based brands. With over a decade of professional writing experience, Grace leans into her natural curiosity and passion for storytelling to help brands find their most authentic voice. She started her copywriting business in 2020, and since then she has written web copy for values-based brands in the finance, beauty, and health and wellness industries. You can connect with Grace via LinkedIn, send her an email at hello@ecocopygrace.com, or follow her bi-weekly blog posts on her website.
